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How to Get the Most From
Pay Per Click Marketing

                  Mike Volpe
              VP Inbound Marketing
        ...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: ...
PPC & Inbound Marketing
Caution: MATH




                Flickr:
                Flickr: akisra
Is PPC Inbound Marketing?


YES                    NO
• Not interruptive     • Not building long
                         ...
PPC vs. SEO




                          SEO = Working Out
PPC = Liposuction
                          • More Time and Ef...
PPC Math



SEO M h
    Math
PPC vs. SEO
PPC’s Place in Inbound Marketing
• Fast feedback
  • Don’t get addicted!

• Test conversions by
  keywords
  k      d

• P...
PPC Overview & Tips
The PPC Lead Generation Process
1. Ad Impressions

  x [Click Through Rate (CTR)] =


2. Clicks (website visitors)

  x [C...
PPC Math Tutorial
How Much to Bid

• Bid as m ch as you can afford based on your
         much     o      afford,          or
  value per le...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Testing Different Ads
• Use keywords in the ads
  • Dynamic keyword insertion
• Put together ads from component pieces
• T...
Improving CTR
Dynamic Keyword Insertion
Search is for “inbound marketing software”
• {keyword} = “inbound marketing software”
          ...
Match Type




• Broad match
  • “Your ads could also show for singular/plural forms, synonyms,
                          ...
Improving CTR



           • Iterative process

           • Test refine
             Test, refine,
             repeat
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Landing Page Tips
•   Keep it simple & short
•   Limit na igation
          navigation
•   Must have a form!
•   Align it ...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
State of mind of the searcher
• Keyword Bid: “Marketing”
• Ke ord Searched “Marketing Soft Drinks”
  Keyword Searched:
• A...
State of mind of the searcher
•   Keyword Bid: “Internet Marketing”
•   Keyword Searched:
    Ke ord Searched “Internet Ma...
State of mind of the searcher
• Keyword Bid: “Internet Marketing”
• Ke ord Searched “Internet Marketing
  Keyword Searched...
Everything Works Together
• Small, focused groups of words
  • More phrases than single words
  • Use negative words (e.g....
State of mind of the searcher
State of mind of the searcher
Everything Works Together
Break It Down & Get Specific
• Low ROI
  • Bid on a few very high volume words using
    generic ads and send traffic to y...
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO                        Blogs
              Management

         ...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   A...
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSp...
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
     ...
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
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Match Type • Broad match How to Get the Most Out of Pay Per Click

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Match Type




• Broad match
• “Your ads could also show for singular/plural forms, synonyms,
g p ,y y,
and other relevant variations”
• Phrase match (enter keyword with quotes)
• “…Ad [is] eligible to appear when a user searches [your phrase]
Ad
with other terms before or after the phrase”
• Exact match (enter keyword with brackets)
• “…Ad [is] eligible to appear when a user searches [your phrase]
without any other terms in the query.”

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Match Type • Broad match • “Your ads could also show for singular/plural forms, synonyms, g p ,y y, and other relevant variations” • Phrase match (enter keyword with quotes) • “…Ad [is] eligible to appear when a user searches [your phrase] Ad with other terms before or after the phrase” • Exact match (enter keyword with brackets) • “…Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.”

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